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74 • CLUBS AND PUBS MANAGER SUMMER 2015–2016
BEVERAGES
X • CLUBS AND PUBS MANAGER SUMMER 2015–2016
BEVERAGES
Following a successful 2014 campaign, Vodka
Cruiser is once again set to own summer and grow
awareness of the light ready-to-drink (RTD) category
by launching an integrated media campaign that celebrates
the occasions and rituals associated with girls getting
together with their friends for a drink. Vodka Cruiser is
launching an exciting new national digital promotion, giving
one lucky winner the chance to get ready like a celebrity by
designing the ‘ultimate backstage rider’ for their own night
out. Filled with crazy and quirky prizes that only the biggest
and most outrageous pop divas ask for, Vodka Cruiser
drinkers will be able to curate and win their own elaborate
list of demands. The prize also includes a personal limousine
driver, make-up artist, concert tickets and a penthouse hotel
suite filled with prizes, so that the winner and three friends
will really experience what it’s like to get ready like a star.
To support the promotion, Vodka Cruiser will be
partnering with Hit FM and Shazam, appearing in
fashion magazines, creating high-impact digital banners,
launching targeted in-store activity nationally and
leveraging its own social media community that includes
69,000 highly engaged Facebook followers.
In addition, Vodka Cruiser will be commissioning outdoor
illustrators to bring its brand artwork, by Spanish designer
Gabriel Moreno, to life in selected sites in Melbourne.
The Vodka Cruiser range comes with strong flavour
credentials and contains less sugar than ever before, while
still maintaining the same level of taste quality. An increase in
market share (up 1.4 per cent to 26.4 per cent MAT*) shows
that the Vodka Cruiser brand is continuing to buck the
trends of the challenging light RTD category.
With less than 100 calories per serving, Vodka Cruiser
Sugar Free was created in direct response to consumers
saying that they were looking for an alternative, refreshing
alcoholic drink that was lower in sugar and calories, and
provided more balance without compromising on taste
or quality. As with the entire Vodka Cruiser range, Vodka
Cruiser Sugar Free combines genuine triple-distilled vodka
with a sugar-free formula in three natural fruit flavours,
and the refreshing taste that Vodka Cruiser is known for.
Importantly, the light RTD sugar-free category is growing at
five per cent, with the total Vodka Cruiser Sugar Free brand
growing at 4.8 per cent**.
Don’t miss out on this opportunity to get involved in the
biggest selling period of the year. Because, this year, Vodka
Cruiser is once again Where Vodka Goes to Get Ready. C&PM
*Aztec MAT (volume) to August 2015
**Aztec volume QTR to August 2015
CRUISE THROUGH
SUMMER
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